Mountain Dew

Mountain Dew has taken on a new marketing strategy to target the younger urban market. Mountain Dew, the brand that accounts for 20 percent of PepsiCo’s U.S. beverage sales lost share last year while Coca-Cola’s Sprite and Fanta gained. (Stanford, 2012). The company wants to pull in new customers and still maintain the old. The new advertising campaign is targeting the younger generation by including famous artist and pastimes.

The new advertising campaign is targeting the right market segment which is the young adults. “The deployment of advertising and other promotional resources for a given brand is dependent upon the strategic goals for market segmentation, product differentiation, and positioning” (Finch, 2012, p. 307). With the older generation becoming more health conscious and concerned with things like caffeine and sugar intake, it is the perfect time to target the more carefree younger generation.

The new “This is How We Dew” advertising campaign appears to be generic and does not communicate any product benefits. Mountain Dew is a not nutritionally beneficial product. The drink has targeted on the go consumers by offering a boost of energy due to its high caffeine content. The advertising campaign would do better without focusing on benefits that really do not exist. There is no real differentiation between Mountain Dew and other soft drinks other than the higher levels of caffeine.

There are advantages and risks to using the celebrity advertising approach. Once you put a face to the brand name, people will most likely remember it. Celebrities can build brand awareness as well as influence consumer purchases. On the down side, if the celebrity does something that causes negative attention, it could have a negative image for the product.

The new Mountain Dew ad campaign has chosen an excellent idea to pull in the younger generation which is sports and famous entertainers. Lil Wayne is an icon in the hip hop industry and the teens...